Cultivating Wellness: How Murad is Moving Digital & Globally with Contentful

At the end of the 80s Doctor Murad launched his own brand with a simple yet effective manifesto: skincare is healthcare, in which skincare pros work side by side using formulas backed by science and injected with the latest technology to provide cruelty-free products.

And it carved out a nice space within the industry, with yearly revenue of close to $45 million, and cemented its standing in the ecommerce environment.

Then came a time in every brand’s life – which recurs indefinitely – when they needed to update its ecommerce site; to to renovate to stay up to date. And it had a number of requirements, which were:

1. To localize its content to provide better personalized experiences.
2. To ditch the legacy content management system.
3. To make it easy to create and update content, making it faster to publish. 

That’s when Murad came to Contentful to power its new look and elevate its customer experience.

Knowing that their customers constantly seek out the latest products each time they visit their website, Murad’s first line of business with Contentful was to update its interface so that it includes custom applications, in addition to elevating the design of the site to reflect the branding of Murad.

Its antiquated, legacy content management system was ditched, along with its out-of-date temples. One particular strength of Contentful is its customizable templates – particularly since Contentful is a headless platform.

When it came to its content wizards, Murad wanted them able to create and organize content easily, without needing the help of the tech staff, and without mistakenly change other areas of the website – which could cause plenty of havoc.

And in terms of the localization of content, Murad needed to keep up to date with local trends and remain relevant to changes. As a global brand, it is a necessity to roll out updates fast, across multiple languages and countries. 

“First and foremost, we craft experiences that connect with users and convert to sales,” said the creatives in charge of the implementation. “We knew from the moment we cracked the concept that Contentful would be the only choice to seamlessly power the dynamic interactions and modularized content that would be the foundation of the site.”

Thanks to the powers of Contentful, Murad was actually nominated for a Webby in the Fashion & Beauty category for best site, reflecting the good renovation work the brand carried out.

And now, its customers, who have come to expect quickness – whether its new information or skincare products – will be able to rely on speed while navigating its ecommerce site. With Contentful, their teams can adapt to the fast-moving environment.

After building new digital experiences with Contentful, Murad reported multiple results.

1. Better conversion rates
   
2. Translated content that can be updated directly into localized sites without affecting the platform
   
3. Updates that are fast to go live and keep on top of trends
   
4. A simpler site navigation between various product categories
   
5. Users can filter what they need by healthcare result, leading to a quicker pathway to purchase
   
6. Enhanced educational content that boosts confidence in products and increases sales

“With Contentful,” said Greg Hoch, its creative operations director, “we’re able to reduce time to launch, future scalability and create the premium experience we want.”

Staying relevant in today’s ecommerce environment means being able to adapt quickly, across all platforms to maintain brand consistency, and across each site and language you operate in – localizing content for separate markets. 

With Contentful’s headless platform, updates can be translated for whichever area needed with an editor being able to publish without the need for a developer to give the go ahead.

PS: ArganoUV is one of the world’s leading Contentful development teams. Contact us to see how we can work together.